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BT's Barry Louth named Sky's head of media planning

BSkyB has appointed Barry Louth, BT media strategist and former PHD media group manager, to the position of head of media planning, replacing Steve Beckett who has moved to be head of cycling, responsible for Sky's relationship with BCA and Team Sky.

Louth will start his new role next Monday (21 March) and will report to Andrew Mortimer, director of media strategy and planning at BSkyB.

At BT, Louth was responsible for creating and delivering the company's integrated media strategy. BT spent £79.4m a year on media in 2010 and Louth was charged with defining the role for communications and identifying media partnerships.

At Omnicom media agency PHD from 1998 until 2006, Louth worked across a range of clients including O2, Guardian Media Group, TFL, ON digital and Lastminute.com.

Mortimer said: "As Sky further broadens its product offer, we are continuing to invest in our media strategy team and I'm delighted that we have managed to attract someone of Barry's calibre to this role.

"I look forward to working with him to make sure that we carry on identifying the best media opportunities for both the Sky brand and its products and services."

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